Generic products now have brand appeal

12/27/2006 | Bloomberg Businessweek

Costco and Office Max are among the big-box retailers beefing up their private-label brands in the wake of Target's success with offerings from celebrity designers like architect Michael Graves and fashion designer Isaac Mizrahi. Their in-house brand moves also reflect a major shift in consumer preferences: In 1991, 12% of U.S. shoppers reported having purchased generic products, compared to 41% in 2006, according to the Private Label Management Association.

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